Caso de estudio

1. Introduction
Asda is the UK’s second largest supermarket. It was founded in
1949 under the name of Associated Dairies and Farm Group but
shortened this to Asda in 1965. It is a retailer focused on selling
food, clothing, electronics, toys, home furnishings and general
merchandise. Asda also offers a range of additional services such
as ‘Asda Money’ financial services.
In 1999 Asda became a subsidiary of Walmart, the largest
supermarket chain in the world. This enabled Walmart to enter the
UK market but also gave Asda access to the full range of
expertise of the Walmart company. Walmart currently employs
over 2 million colleagues worldwide in 27 countries. In the UK,
Asda is one of the largest employers with over 175,000 colleagues
working across its many formats. These include a variety of roles
in its Superstores, Supermarkets, Home Office, Distribution,
George and Asda Living. Asda continues to expand its operations
in the UK and recently acquired a number of stores from Netto to
increase the number of local Asda Supermarkets.
Asda wants to be a trusted employer. Its success as a leading
retailer is dependent on its trained and engaged colleagues
providing excellent customer service.
This case study demonstrates how Asda’s recruitment and
selection processes, teamed with effective leadership and its
colleague engagement strategies, are helping the company to
achieve its mission.
Asda’s philosophy is that if your people enjoy working with you,
your customers will enjoy shopping with you. Consequently it aims
for all colleagues to be passionately engaged in supporting each
other in a safe family environment of trust and respect. Asda has
won numerous awards that recognise its commitment to its
colleagues including The Sunday Times Top 100 Best Companies
to Work For, The Times Top 100 Graduate Employers and
Stonewall Top 100 Employers 2012.
Organisational culture
At the heart of Asda’s success is its organisational culture which
has been built over time. This defines how colleagues behave at
Asda. It ranges from how colleagues treat customers and other
external stakeholders to how they treat each other. Asda’s culture
of trust pervades all that happens within all elements of Asda’s
operations. Asda is a company with a conscience, dedicated to
doing the right thing for its customers, colleagues and
communities. Andy Clarke, President and CEO states:
‘Building trust with each other is the most important step
to winning the absolute trust of our customers.’
Asda’s beliefs are behind every decision that every colleague
within the company makes and help influence the organisation’s
culture. These are:
• to provide excellent service to our customers
• to show respect for the individual
• to strive for excellence
• to act with integrity.
Effective recruitment and selection
PEOPLE
Curriculum topics covered: • Organisational culture
• HRM • Recruitment • Selection
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2. www.businesscasestudies.co.uk
In 2009 Asda ran a survey to discover what its customers thought
about the company. From the results of this survey Asda created
its ‘customer pledges’ outlining what customers should expect to
experience from Asda. The success of these pledges led Asda to
replicate this with ‘colleague pledges’. These were covered in the
annual colleague survey in 2013, ‘Your Voice’, which surveyed
every colleague across the business in stores, Home Offices and
Distribution. The four colleague pledges demonstrate what Asda is
committed to providing for its workforce. These are:
• Fairness at work.
• Opportunity for all.
• Respect for each other.
• Pride in Asda.
Asda leaders are committed to bringing these pledges to life,
recognising that it is the Tiny Noticeable Things (TNT) leaders do
that make the biggest impression and engage colleagues. For
example, leaders should always be polite and approachable, lend
a hand on the shop floor and lead social and community events
with colleagues. These are live examples of the pledges. These
TNTs make colleagues feel more valued, more fulfilled, more
supported and more motivated to deliver the customer pledges.
An audit of management at Asda indicated the following positive
behaviours:
• Fairness brought to life by leaders who are empathetic and
recognise their colleagues.
• Opportunity for all promoted by leadership that encourages
colleagues and is communicative.
• Respect for each other shown by leadership which is
collaborative and listens to colleagues.
• Pride in Asda by inspirational and motivational leadership.
Awareness of these behaviours positively affects recruitment and
selection by attracting the best candidates and developing the
leaders of the future. These pledges strengthen the employer
brand whilst creating an internal environment that promotes trust
and supports career progression.
Asda is committed to employing the best candidate for all its
vacancies. This means looking for applicants from the largest
possible pool of talent, both internally and externally. Lead by the
Executive Board, Asda’s diversity and inclusion policy ensure there
is no discrimination in terms of age, gender, ethnicity, sexual
orientation or disability. Working with external partners such as
Remploy and Stonewall, Asda positively encourages people from
different backgrounds and cultures to apply. This commitment to
inclusion wholeheartedly supports Asda’s colleague pledges of
fairness at work and opportunity for all. In addition, Asda actively
promotes inclusion within communities through sponsoring Pride
events across the UK such as Leeds Pride.
Human Resource Management (HRM)
HRM is one of the four key functions of any organisation, the
others being finance, operations and marketing. HRM involves
consideration of:
• workforce planning
• recruitment and selection
• training
• appraisal
• motivation and employee recognition.
At the heart of HRM is the need for effective workforce planning.
This involves conducting audits to establish the organisation’s
workforce requirements both now and in the future. This
information allows the HR department to plan to ensure they
recruit appropriate numbers of workers with the required skills.
The diagram illustrates an overview of the main stages involved in
recruitment and selection.
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3. Asda is a growing company operating in highly competitive markets.
The main reason for recruitment at Asda is due to expansion of the
business and colleague turnover. Colleague turnover occurs for a
variety of reasons, for example, retirement of existing colleagues and
internal promotion which create gaps. As part of Asda’s HRM it
seeks to retain as many colleagues as possible and aims to fill 70%
of its leadership team vacancies through internal promotion. Last
year it exceeded this target with over 80% of its vacancies being
filled internally. A benefit of promoting from within is that existing
colleagues already share Asda’s beliefs.
Asda’s comprehensive HR strategies engage colleagues and
support the organisational culture. This includes Asda’s ‘Best
Welcome’ induction programme, ‘Star programme’ to recognise
excellent customer service, as well as Asda Academy’s framework
for training and development and its ‘Colleague Steps’ for career
progression. Asda offers its colleagues a wide range of
opportunities for career development. This includes supporting
and investing in its colleagues to gain qualifications that will enable
them to become the next generation of leaders at Asda. For
example Asda offers:
• the industry’s first 3-year BA Honours degree in retail and
distribution
• George retail foundation degree
• an accredited apprenticeship scheme (3000 apprenticeships in
2012).
Asda’s family environment and focus on colleague engagement
means that the company has high levels of colleague loyalty and
retention. The Big Asda Anniversary event recognises colleagues
with long services from 25-45 years. The last event saw 1749
colleagues celebrating milestone anniversaries with the company.
Asda’s commitment to its colleagues has resulted in the
company’s labour turnover decreasing in recent years.
Recruitment
Asda promotes career opportunities on its dedicated careers website.
When recruiting, it aims to attract and retain talented colleagues with
the best fit for the job. Part of the attraction comes from offering
competitive salaries and benefits such as its Sharesave scheme and
colleague discounts. In 2013 Asda’s Sharesave scheme had record
payouts where 19,040 colleagues shared £61.7 million.
Asda’s online recruitment process has improved the speed and
efficiency of recruitment, making applications easier for candidates
and selection faster for management. Asda advertised 27,000 jobs
last year and its dedicated careers site handled over 1.5 million
applications. Asda also uses social media channels such as
LinkedIn, as well as recruitment firms such as Remploy, to access
the widest range of potential recruits when advertising job vacancies.
As one of the UK’s largest employers Asda offers a wide scope of
opportunities. From students seeking work experience to
apprenticeship and graduate training in a variety of areas. Living
Asda’s colleague pledges means that everyone is treated fairly and
given the opportunity to progress their career. Regardless of what
point of entry a candidate chooses, Asda has the same goal for
recruitment, to recruit colleagues who share the same beliefs and
outlook as the company. What makes Asda stand out is its ability
to offer a wide variety of roles due to its many business formats.
These range from roles in Asda’s Superstores and Supermarkets,
such as Shift Leaders and Department Managers to logistics roles
within Distribution. In addition, Asda offers roles within its Asda
Living, George and Home Office including key functions such as
supply chain, marketing and HR. The Walmart family provides
Asda colleagues with global careers possibilities.
Ellen Rogan began her career as a Checkout Operator and from there
has undertaken roles as Customer Service Manager, People Manager,
Asda Living Store Manager, Supermarket Store Manager and most
recently into her current General Store Manager. Ellen states:
www.businesscasestudies.co.uk
Job analysis - decide what job is needed
and what the colleague will have to do
Job description - describes the tasks the
colleague will undertake
Job specification - describes the characteristics
and skills required for the role
Attract applicants - advertise the job internally
and externally, applicants apply through an
application form or CV
Selection - decide who to interview and select
the best person for the job
Induction - the process of preparing the
successful candidate for the job
The
recruitment
process
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4. ‘For me, moving around very different roles – service, people
and trading – has really helped in what I’m doing now
because I’ve seen the business from so many angles.’
Selection
Applications are registered through Asda’s online recruitment system,
Asda’s HR team then shortlist appropriate candidates for interview or
an assessment centre. Two documents are vital here: a job
description and a personal specification. A job description indicates
what the job entails, specifying what tasks will be undertaken by the
appointed colleague. The personal specification outlines the essential
and desirable personal qualities and skills required for the role. These
inform applicants and help managers select the candidates that best
match the requirements for the position. The assessment centre
known as either ‘Asda Reality’ or ‘Asda Magic’ provides an
opportunity for candidates to demonstrate their strengths which align
to Asda’s culture, beliefs and way of working. When recruiting
internally, an appraisal is used to help inform the selection process.
An appraisal is where a colleague discusses their performance, skills
and development opportunities with their manager.
Once selected, the final part of the recruitment process involves
providing appropriate training. At Asda, each new colleague is put
into a specific training plan designed for their role. This is based
around the company’s ‘Colleague Steps’ process which has three
key stages – ‘Step In, Step On, Step Up’. This training varies from
attending training workshops to taking formal qualifications
relevant to their role.
‘Step In’ is a four week induction programme that all new
colleagues undertake. This culminates in the award of an
accreditation certificate and a performance review to allow
colleagues to move into the ‘Step On’ stage after six months of
service. This stage includes coaching, a City and Guilds retail
apprenticeship and further responsibilities such as first aid training,
moving to a new department and becoming a training buddy. Next
in career development at Asda is ‘Step Up’. Again, following a
positive performance review, colleagues can seek career
progression. Experienced colleagues, through progression, are
able to build upon their knowledge to deliver excellent customer
service within a variety of roles.
Gareth Woods is currently the Supermarket Store Manager at
Pwllhell in Wales. He progressed quickly, starting as a graduate
trainee in 2004 before becoming a Department Manager in 2005
and then a Night Store Manager in 2006. He states:
‘One of the first things I learned at Asda is that you’re in
control of your own development and should never be afraid
to take on a role that you feel could be too big for you.’
Helen Milford has seen great progression since joining Asda as a
part-time General Store Manager in Lincoln. Working her way up
to Director of Customer Services at the Leeds Home Office, she
has subsequently been promoted to Regional Director for the
whole of the North of England. The experience of a range of roles
helped prepare Helen for this senior position. She states:
‘My role in customer service was probably the most significant
in my development. It really helped me focus on what
customers want, on longer-term planning and on working with
innovative ideas. I also had the opportunity to work with the
Walmart global business to share best practice.’
Conclusion
Asda’s success relies on its effective and engaged teams of
colleagues. Through Asda leaders ‘living’ the colleague pledges,
the company can ensure that it recruits the right person for the job
across all formats and levels of seniority. Asda focuses on
recruiting colleagues that share its beliefs and will help the
company to continue to grow and deliver excellent customer
service. By providing structured training and development
programmes, supported by it being such a large organisation,
Asda is able to maintain its position as a leading employer with an
excellent reputation in the wide range of markets it serves.
Colleagues, because of this support and wide range of
opportunities, remain loyal to Asda, with many celebrating long
levels of service with the company.
Asda | Effective recruitment and selection
Exam-stylequestions
www.asda.com
1. Explain the difference between a job description and a
personal specification. (2 marks)
2. Describe two benefits to Asda of using online
technology when recruiting new colleagues. (4 marks)
3. Analyse the pros and cons to Asda of aiming to recruit
70% of its leaders internally. (6 marks)
4. Evaluate the extent to which a commitment to training
and development is effective in helping Asda’s
colleague retention. (8 marks)
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